Q&As

THIS IS PART three of an excerpt from a chapter on relationship marketing, from the upcoming third edition of David Shepard Associates’ “The New Direct

SONY PLAYSTATION UNDERGROUND has been anything but subterranean when it comes to reaching its audience.The subscription-driven club-for video gamers who

COMPUTER direct marketer Insight has been through a lot of changes over the past few years. Now those changes are coming together at its Web site (www.insight.com).The

HERE’S ANOTHER example-although somewhat tenuous-of how e-mail marketing is working better than banner ads.In May National Geographic Interactive, Washington,

FOR THE PAST several months, a U.S. Postal Service mailer workgroup has been attempting to identify areas that could benefit most from capital investment.The

WHILE THE FUR industry is changing to appeal to younger customers, another more subtle-and potentially farther reaching-trend is occurring: greater corporate

Office Depot is using direct mail, coupons and sweepstakes to target the 6.5 million national parent-teacher association (PTA) members who buy school

Jim Page doesn’t think much about the breakfast table these days. Page is the ringleader for Dean Food Co.’s $13 million rollout of Milk Chug, resealable

Which is a more powerful influence on human behavior, marketing or science?Based on the hoopla surrounding the forthcoming millennium, marketing is the

SOME PR PERSON just sent us a questionnaire asking, How do you wish to be contacted by us?Thanks for asking, but we don’t want to be contacted at all.That’s